Case studies
A children’s clothing manufacturer at the border of the premium segment approached Hume’s with a request to examine the brand’s condition and image, and to provide insights into both its own customers and the customers of its competitors.
PROJECT DETAILS
Project Research
Research was conducted among people purchasing children’s clothing using the CAWI method (Computer Assisted Web Interview). To ensure a sufficient number of brand customers, a booster sample was used. Analyses were carried out with consideration of the client’s most important segmentation criteria.
Qualitative research
Qualitative research was conducted among two groups: brand clients and competitor clients. Both individual in-depth interviews (IDI) and focused group interviews (FGI) were used.
The qualitative stage focused on soft aspects such as: consumer needs and motivations, brand associations — evoked imagery and emotions, and consumer relationships with the brand. It also aimed to deepen insights into consumers identified in the quantitative stage.
PROJECT RESULTS
Effect
The first stage provided hard data, which was further deepened and reflected upon during the second stage. The outcome of the project was two reports:
Edyta Mazurek
Customer Success Manager
Data on the prevalence and treatment costs of the most common diseases in Poland.
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